ANALYSIS AND EVALUATION OF BRAND POSITIONING STRATEGY ON A SERIES OF ANTI-AGING SKINCARE PRODUCTS CONTAINING SAMBILOTO EXTRACT (ANDROGRAPHIS PANICULATA)

• Main Author: Bachtiar, Wahyu
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/80383
• Institution: Institut Teknologi Bandung

With a large number of skin care products in Indonesia, a brand positioning strategy is very important to establish the image or identity of a brand or product therefore consumers perceive it in a certain way. One of the brand positioning strategies is putting the effectiveness test and content of Indonesian-origin natural ingredients into the brand. This research aims to determine the effectiveness of testing and the content of Indonesian-origin natural ingredients as a brand positioning strategy towards purchasing decisions and to determine the presence of antioxidant activity in a series of skin care products with sambiloto extract (Andrographis paniculata) compared to the blank sample. This research is a cross-sectional observational study where primary data was obtained from an online questionnaire and secondary data was obtained from DPPH antioxidant activities. Primary data is analyzed using multiple linear regression statistical analysis, therefore the positive results are obtained, where if the brand positioning strategy is improved it will increase purchasing decisions. In addition, statistical analysis of simultaneous tests (F test) was carried out, and a p-value of 0.000 was obtained (pvalue <0.05). This means the Brand Positioning variables, namely product attributes, product benefits, product users, competitors, and price together had a significant effect towards Purchasing Decisions. The DPPH test results showed that facial cleansing products and serums with bitter extract (Andrographis paniculata) obtained p-values of 0.009 and 0.048 (pvalue <0.05), while moisturizer-sunscreen products with sambiloto extract (Andrographis paniculata) were descriptive. obtained was 10,123, compared to the blank sample of 9,932.